Blogger Tomas Gunnarsson took issue with specific examples of Fish & Fri's "fish porn" that he says glorify necrophilia and bestiality, and are also doubly objectifying of both "women and animals."

"There is such misogyny in these pictures," he told a local media outlet. "I'm thinking primarily of the images in which a woman is a fish that has teeth around her nipple and when a girl is playing dead in the water."

He went on to criticize the "leading fishing rag" for failing to take into account the feelings of female anglers, and attributed that to the fact that Fish & Fri employs 51 men and only a single woman (a graphic designer).